Parents know what their mischievous kids are up to when they say the phrase "sofa king" — and now British censors are on to the Sofa King furniture store, too.

The UK's Advertising Standards Agency has put the kibosh on the Northampton, England, store's slogan, "Where the Prices are Sofa King Low," which sounds awfully suspect when said aloud.

The line "could be interpreted as a derivative" of an expletive, the watchdog said, and deemed it "offensive and unsuitable for general display," the New York Post reported.

The slogan has gotten plenty of complaints before, evidently, but the store protested that the phrase just wasn't that offensive and pointed out that earlier complaints had never resulted in further action.

The store said it's been using the same allegedly offensive slogan for nine years.

That's about eight years longer than it takes most children to get over the joke.

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